The 35th Iditarod Trail Race – the “last great race” – is coming to an end. There’s a lot to learn from this race, particularly about small business adaptability, marketing and the power of cultural connection.
talk small, hear small, eat, sleep and breathe small. Because when you’re trying to connect with a small business, you must understand everything about those who run them.
Like most other direct marketing teams committed to understanding the heart of the consumer, we’ve been studying the psyche of the Millennial generation, puzzling over the contradictions that define them. Throughout the nearly endless supply of research studies, ethnographic observations, census reports or transaction histories, we find them by turns conservative and libertarian, cautiously chaste and wildly promiscuous, politically indifferent and deeply involved, fiscal conservatives and Rome-burning financial fiddlers, on a path to their first billion while still living at Mom’s.
As small businesses blend work and personal time, maybe it’s time to reconsider when (and how) you talk to them.
When small business people look down the road, all they see is more road. And no savings.